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What makes a corporate heritage brand authentic for consumers? : a semiotic approach

Rindell, Anne; Santos, Fernando Pinto - In: The journal of brand management : an international journal 28 (2021) 5, pp. 545-558

Persistent link: https://www.econbiz.de/10012601216

Corporate brand identity co-creation in business-to-business contexts

Iglesias, Oriol; Landgraf, Polina; Ind, Nicholas; … - In: Industrial marketing management : the international … 85 (2020), pp. 32-43

Persistent link: https://www.econbiz.de/10012211932

Comparing blogs with print ads for corporate branding : the role of source credibility

Vinuales, Gema; Sheinin, Daniel A. - In: International journal of internet marketing and … 14 (2020) 2, pp. 168-183

Persistent link: https://www.econbiz.de/10012252814

Unveiling front-line employees' brand construal types during corporate brand promise delivery : a multi-study analysis

Boukis, Achilleas; Khanyapuss Punjaisri; Balmer, John M.T. - In: Journal of business research : JBR 131 (2021), pp. 673-685

Persistent link: https://www.econbiz.de/10012545101

The role of employer branding in the creation of powerful corporate brands

Mishra, Harsh; Sharma, Aditi - In: Employer branding for competitive advantage : models …, (pp. 33-50). 2021

Persistent link: https://www.econbiz.de/10012545614

The effect of the CEO media coverage on corporate brand equity : evidence from Poland

Górska, Anna; Mazurek, Grzegorz - In: Oeconomia Copernicana 12 (2021) 2, pp. 499-523

Persistent link: https://www.econbiz.de/10012616040

How can corporate heritage identity stewardship lead to brand ambidexterity?

Moussa, Anthony; Barnier, Virginie de - In: Journal of strategic marketing 29 (2021) 8, pp. 706-721

Persistent link: https://www.econbiz.de/10012653606

Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders' corporate brand perceptions

Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent business & management 7 (2020) 1, pp. 1-25

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...

Persistent link: https://www.econbiz.de/10012655116

Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?

Isiksal, Didem Gamze; Karaosmanoglu, Elif - In: The journal of brand management : an international journal 27 (2020) 6, pp. 629-644

Persistent link: https://www.econbiz.de/10012304011

The impact of brand relationships on corporate brand identity and reputation : an integrative model

Barros, Teresa; Rodrigues, Paula; Duarte, Nelson; Shao, … - In: Journal of risk and financial management : JRFM 13 (2020) 6/133, pp. 1-21

The current literature focuses on the cocreation of brands in dynamic contexts, but the impact of the relationships among brands on branding is poorly documented. To address this gap a concept is proposed concerning the relationships between brands and a model is developed, showing the influence...

Persistent link: https://www.econbiz.de/10012309155